How Much Does Good Online Marketing Cost?

I recently asked people to describe what they think we do. Having analysed the results, it appears that everyone understands that we get our clients more enquiries, more customers, and more sales. We do this using the internet, using a variety of techniques.

People described these techniques in different ways. All were complimentary about our skill and professionalism. Some did express concerns about the efficacy of some techniques.

Analysing this further, the concerns were about the cost of online marketing. Let's spend 1 minute going through the following.

Interestingly, all of the compliments about our expertise, were based on some knowledge of what we do. People read these fortnightly tips. They have heard me talk at public events. They have attended training courses I have given. Some have even come in to meet me.

The concerns about cost were all based on gut feel and bad experiences elsewhere. Therefore I felt I should explain how much good online marketing should cost. It might get us business, but more importantly, it should stop you being misled.

People expressed an opinion that they wouldn't approach us, because we would be too expensive. They valued our skill and knowledge, but presumed that it would come at a very high price. I'll let you judge.

We won't take on a new client unless we believe that we can make a positive contribution. Since the initial meeting is free, and carries no obligation, there is no cost at that stage.

It is not uncommon for us to meet with someone, and not take them on as a client. However, we may identify that what they are doing is a waste of time. They stop, and have made an immediate and ongoing saving. Again, no cost.

Having said that, we have run projects where we have taken the client's monthly spend into 5 figures. (Sadly only a small fraction went to us!)

The reason they spent that amount, was that it generated far more in additional revenue. This is when we talk in terms of ROI, not cost.

For most people, achieving such a status takes time. We firmly believe in the seed corn investment approach. You start small, use that to generate revenue, and reinvest some of that extra revenue. Then repeat, and repeat. The actual cost is negligible.

Another common scenario is where we are asked to take over from another supplier. Invariably we achieve far greater results, for the same budget. Again, no additional cost.

Finally, we believe that we should be judged by our results. Therefore we don't tie our clients into lengthy contracts. We usually work on a rolling month-to-month basis, with the client free to stop at any time. You have control over your costs.

Feedback from our survey was that people were intimidated against speaking with us, because they considered us too good for them to afford. Hopefully the above has set the record straight. The expertise that you crave means that we can deliver on a cost-effective basis.

If your online marketing is a great success, and you a generating a large return on investment, then congratulations. But what if you have a problem?

Call 01224 820 960. We can have an initial discussion, just to see what your options are, and how we could help you.

By Kenneth Mackay, 1st November, 2016

This is one of a series of articles that deal with common issues when promoting your business online. We hope that you found it useful. Go to our online marketing tips to see previous pieces of advice. If there are any topics that you would like covered, please let us know.

If you need to promote your business online, then contact us.

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